NBA

Orlando Magic General Manager Otis Smith was walking around a San Antonio mall in mid-January when he spotted a small crowd gathered around a cowboy. A very, very tall cowboy.

Smith soon realized he had witnessed many scenes like this before, whether it was in a hotel lobby at 3 a.m. or outside the team bus:

Another group of people had been drawn to his charismatic all-star, Dwight Howard.

Even folks in Texas, where everything is bigger, were tantalized by the 6 foot-11, 275-pound Howard. He was modeling a cowboy hat that he had just purchased before the Magic's game against the hometown Spurs.

"Just call me 'Tex,' " Howard would say later in a drawl.

Howard defends his title tonight in the all-star dunk contest, an event that introduced his fun-loving, sneakered Superman alter ego to the sports world.

Wearing a Superman cape and suit, he displayed a boundless joy and freakish athleticism, winning over more fans -- and more marketing executives.

As approachable and accommodating as any superstar today, Howard is able to attract a crowd and -- at the same time -- blend into one. His engaging personality is as genuine as it is giant.

"Is there anybody in Orlando who doesn't have Dwight's autograph?" Smith asked with a laugh. "His biggest problem is he can't say no."

His popularity hasn't stopped soaring since he left the crowd mesmerized last year in the dunk contest in New Orleans.

Howard has arrived for this NBA All-Star Weekend in Phoenix as the all-star game's leading vote-getter and as a rising pitchman armed with a $20-million-a-year endorsement portfolio.

Smiles and slam dunks put him over the top.

"Dwight has always appealed to the kids, but seeing his big smile in the Superman suit and cape reached out to those kids who had forgotten that basketball is a game," said Aaron Goodwin, Howard's agent. "It allowed kids to smile, adults to smile and laugh, and added to his popularity.

"It is actually a great statement that he's the leading vote-getter. No one can tell you who was the All-Star Game MVP last year, but they can definitely talk about the slam-dunk contest and Dwight's performance."

Howard was stunned he received a record-setting more than 3 million all-star votes -- more than LeBron James, Kobe Bryant or Yao Ming. He marvels at how fast and far he has come since the Magic drafted him as the No. 1 overall pick in 2004 from a tiny, private Atlanta high school.

"I see the jerseys and I'm still surprised by it," Howard said. "I just try to go out there and put on a good show for them. . . . [The attention] has been there since I was a rookie, but every year it's just gotten a lot bigger. You can't shy away from it. I just try to have fun with the fans."

He said former teammate Grant Hill told him to always be himself. Staying humble and grounded isn't that difficult for the son of a schoolteacher and former Georgia highway-patrol officer.

Smith said he reminded Howard, 23, just days ago that his celebrity is still in its infancy.

"We've seen glimpses," Smith said. "He has the potential to even be bigger than LeBron."

Goodwin and his brother, Eric, of Goodwin Sports Management were the first agents to represent LeBron James, who broke away on his own several years ago.

The Goodwins are using the same unique formula to guide Howard's career. They also brought LeBron along slowly, waiting for his talents on the court to translate into commercial appeal off it.

Instead of immediately chasing endorsement dollars, Goodwin said, "experience with other young athletes that are propelled into stardom at a young age taught us that it would be better to allow Dwight to grow slowly. . . . We worked behind the scenes with the many companies we have had previous relationships, inviting them to watch the process.

"Companies want to align themselves with the 'next best thing.' But more importantly, they are hoping to find that celebrity personality that also allows for branding and longevity."

Goodwin said that he believes Howard has more corporate partnerships than any other NBA player and more than most pro athletes.

The list includes adidas, McDonald's, VitaminWater, T-Mobile, Warner Brothers, Wrigley's, Upper Deck and Armaan Swiss Diamond watches. Howard is the national spokesman and face of the Got Milk, Body by Milk campaign.

Sports Illustrated's annual list of the wealthiest athletes last year ranked Howard No. 22, with a total of $21.5 million earned ($6 million in salary and $15.5 million in endorsements). Topping the list was Tiger Woods ($23 million in golf winnings and $105 million in endorsements). James was ranked No. 3 ($12.4 million in salary and $28 million in endorsements).

With his new five-year, $85-million contract kicking in this season, it is estimated that Howard will make $13.7 million in salary and roughly $20 million in endorsements.

"There seems to be a backlash against the pampered, crybaby athlete today with the me-first attitude," said John Eaton, clinical associate professor in the department of marketing at Arizona State University.

"Howard seems to represent the other spectrum. He seems to be a role model and that's very attractive."

Eaton said he remembers reading last year that Howard, a devout Christian, had an unplanned child out of wedlock (with former Magic dancer Royce Reed). It was his first dose of negative publicity and criticism.

Eaton said he wasn't surprised that the public quickly was "willing to forgive. It appears Howard has a genuineness about him. Everything else had been so positive. That builds up a lot of brand equity."